2.4. What Kind of Information is Newsworthy?

These are examples of great happenings that generate
interest.

Locations and launches.
This kind of news is obvious. For instance, a new branch of
your organization may have just opened, and you want to make
people aware of the new location and offerings. Also, if you
are launching a new product or have hired a local figure
well-known to the Linux community, these things are of great
interest to the public.

Industry developments and human
interest.
Sometimes newsworthy information is a little less obvious.
Every day happenings can be in the news. Whenever there are
changes or new developments in the industry, this clearly
presents an opportunity for positive exposure and media
coverage in appropriate publications. For instance, how and
why the change is being undertaken may become a story in
itself. Perhaps the change is being driven by a dynamic Linux
guru, worthy of a magazine profile. Sometimes these stories
are called "case studies" and
typically are given favourable consideration by editors
because of their considerable human interest appeal.

Numerical data and trends.
Society is fascinated with numbers. The more impressive or
interesting the figures (relative to competitors and the rest
of the industry), the more likely media outlets are to use
those numbers in their reporting.

Organizational announcements.
Notable changes in staff or volunteers are another way of
getting media exposure. The more important the position, the
more newsworthy organizational announcements become.

Partnerships.
Especially partnerships with far-reaching effects across the
industry create a major news story.

Industry recognition.
When your organization wins an award or is recognized by
peers, let the world know!

The bottom line is that you can find news in almost any
event. Your responsibility is to ensure that your organization
becomes known and respected by editors, journalists, educators,
and other stakeholders with whom you are communicating. Remember,
the more respected your organization is, the more (and better)
coverage you are likely to receive. The determining factor in
that judgment will be the audience—the
readers, viewers, and listeners who you reach.

Effective and well-organized public relations efforts
require news releases and correspondences to reach an appropriate
editor. Chapter 3 details what you need
to do to get news media contacts and, ultimately, positive
visibility.